FoM18: 5 things you need to know
Facebook wants you to know that it’s really, really sorry about Cambridge Analytica. From now on it’ll “do more to keep you safe and protect your privacy”. At least, that’s the message in its recent video ad campaign addressing the scandal.
Our Insights and Analytics team did some social listening to understand the sentiments about Facebook during the fallout. We found that negative perceptions of Facebook had increased on all platforms. Many users were talking about “abused data”, “privacy scandal”, and even “class action lawsuit”.
These findings are about as obvious as the #DeleteFacebook micro-movement. What’s surprising is that Facebook’s sentiment on social was as high as 48%, despite the scandal.
Perhaps it’s because the brand did more than just acknowledge its mistake and focus on increasing transparency.
Facebook has used a moment of crisis as an opportunity to remind the public of its purpose: to create communities and connect people.
Why should you care?
We’ve all seen brands responding to crisis situations without proper preparation works well as a T-rex trying to touch its toes.
Regularly tracking sentiment is the best way to keep your team in the know about how best to address a crisis and limit the fallout.
Upgrade your crisis comms, stat.
Social listening isn’t just useful with crisis responses. It’s important to track the sentiment of reactions to a new product launch, event or social campaign. This provides a temperature check on whether your campaign is on the right track.
If you’re interested in learning what people really think about your product or brand, get in touch.